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Emma Friend is an accomplished marketing professional with extensive experience in institutional marketing and brand strategy. Currently serving as ETF Marketing Lead and VP of Institutional Marketing at Capital Group since May 2016, Emma leads the Defined Contribution marketing strategy and develops institutional content. Previous roles include Senior Manager of Institutional Marketing, Brand & Creative Strategy at Capital Group, Vice President of Marketing at Lombard Odier Investment Managers, and Executive Director at Goldman Sachs Asset Management, focusing on international marketing strategy. Earlier in the career, Emma worked at Fidelity International, overseeing research and product development for institutional asset management, and at HSBC as Business Marketing Manager. Emma holds a degree in Social & Political Science from the University of Cambridge.